a case study withZaxby's

Zaxby’s was a social brand before “social” was a marketing term. Our
first focus groups in 2003 revealed a level of passion that was rare
in the category. With just over 100 stores scattered across the
Southeast, Zaxby’s loyal fans boasted about planning and timing their
business and leisure travel just to pass through a community with a
Zaxby’s at lunchtime or for dinner. Each had a history with Zaxby’s
tied to favorite foods, college memories or times with friends and
family. With fans like that, you don’t create a brand story, you
create

a platform that allows those fans to share and experience what they
already know. And so was born Zaxby’s “Indescribably Good” campaign.
A way to tap into intense passion and loyalty that perhaps defies
reason but is real nonetheless. We filmed hundreds of people,
capturing their love of Zaxby’s and their passion for food, friends,
sports, music and more. By letting people spontaneously share, we
spoke to the relevance of the brand in a more relevant way than any
scripted communications could have.

Over time, the campaign evolved to include celebrities to give new
customers a sense of familiarity as Zaxby’s grew into new states
and to nearly 700 restaurants.

We have also evolved platforms, incorporating digital, social, public
relations and promotions to help fans connect and share.

From creating the Zaxby's Fanatic Contest
(social media)...

...to becoming the Official Chicken of Sports
Fanz (ongoing college sports sponsorship)...

...to the Check-In For Chicken app (loyalty
program).

Everything we do is about inciting fans’
passion for what they love, most notably the items they crave most at
Zaxby’s.

Fueling that passion has helped us deliver same-store comp
sales growth in 52 of the past 58 quarters.

Introductions are the hardest part.

New Business

Allow us to make it easier. We like working with like-minded people,
passionate about ideas, collaboration, results and lasting relationships. If
that’s what you’re looking for in an agency partner, let’s get this going.
Simply send an email to Robert Taylor at robert.taylor@sjp.com and he’ll help
you determine if we’re a good fit.

Applicants

And if you’re looking to help us create meaningful work, check out our
careers page, or email Celia Weeks at celiaweeks@sjp.com